Regions’ attractiveness policy: nature, types and successful practices
Journal Title: Регіональна Економіка - Year 2017, Vol 85, Issue 3
Abstract
Relevance of the problem treatment concerning nature and formation mechanism of regional attractiveness policy is determined by the necessity to achieve balance between interests of separate target audiences’ (for example, investors), territorial communities’ and national interests. Therefore, it changes the task ranking of the regional attractiveness management from private to socially important. The fact that foundation of the current regional policy of attractiveness is laid on marketing approach and customer orientation is emphasized, which in turn implies a high degree of decentralization of decision-making and freedom of the local authorities in choosing the priority goals, methods, means and tools for forming, strengthening and enhancing the attractiveness of the region for different target audiences. <br>The article objective is to determine the nature and types of regional attractiveness policy and to provide description of successful foreign practices of their implementation. <br>The nature of regional attractiveness policy is examined as a set of goals, tasks, intentions, actions, methods, means, institutions aimed at drawing the attention of target audiences to a specific region. They are developed and implemented by territorial authorities with the active part of community members and they influence different types of attractiveness through territorial programs and development strategies. <br>It is noted that the marketing approach forms new directions and defines specific tasks of regional attractiveness policy. The policy subjects and objects are determined and the following types of regional attractiveness policy are examined: exogenous, endogenous, formalized and non-formalized policy. <br>The definition is proposed and the nature of certain types of regional policy is considered: active/stimulating regional policy of attraction provides active actions to create the necessary conditions and institutions, which make the region more attractive for the target audiences to establish new types of activities (to curtail ineffective ones), new forms of social relations, enhancement of the region innovation and use of the territorial community members’ creative potential; compensatory regional attractiveness policy is aimed at supporting stability of the institutional environment; adaptive regional attractiveness policy is directed at the continuous situational creating of conditions and developing of means that promote the leveling of threats and reducing the uncertainty of activity expediency in the region under conditions of pre-crisis, crisis and critical state; counteractive regional attractiveness policy is aimed at: reducing of territories’ attractiveness with varying degrees of influence for unwanted target audiences, constraining objective development processes of separate branches of regional economy (varying from temporary hindering to creating impasse) and ensuring selective support for individual projects and programs. It is noted that each type of regional attractiveness policy provides for the development and implementation of regional programs that consider features, needs, interests, expected benefits of each target audience. Special attention is paid to successful foreign practices in the implementation of their tools. <br>It is concluded that the marketing approach to regional attractiveness policy implies multivariate regional development, version diversity for interaction and partner models, selection of effective technologies, methods and tools for its implementation, taking into account successful practice of developed countries with its obligatory adaptation to native conditions. <br>Experience in forming and implementing regional attractiveness policy in foreign countries offers a wide variety of effective marketing strategies, technologies and tools that are distinguished by complex approach, pre-term orientation, detailing, precise structuring, interconnection with other regional programs, taking into account the influence of a separate project on all indicators of the regional development. The effectiveness of regional attractiveness policy in foreign countries is ensured by its institutional capacity that is the interconnection and interdependence of all the types of attraction considering interests of different participants.
Authors and Affiliations
Iryna M. Budnikevych, Iryna I. Havrysh
Keywords
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